VALUES MODES

Over the last 30 years, an ongoing body of social survey research has tracked and forcasted the
changing values, beliefs and motivations of the British population. Using the responses to over
1000 questions, we have developed a typology that explains the dynamics of personal, market and
cultural changes.

The typology is called Values ModesTM.

The Values Modes categorize people into 12 discrete psychographic types. Each group represents
between 7% and 12% of the population aged 15 years and over. The categorization is based on the
responses to a short questionnaire (Lickert scales), which can be used in any piece of research
and is easy to administer face-to-face, by telephone or on-line.

We license the use of the questionnaire to clients and third party companies - primarily research
agencies - for use on customer and employee research. The process is simple. The responses are
sent to us and the results returned within minutes or hours, depending on the complexity and size
of the data file.

The 12 Values Modes - the VMs (pronounced "vims") - form a psychographic
classification system based on individuals' Values sets. By the term "Values", we mean that nest of
beliefs and motivations - largely subconscious - that underpin our attitudes to everything we
encounter.

The VMs help answer the question of WHY people do the things and make the choices
that they do.

This is a valuable understanding in itself but Cultural Dynamics takes this to a new level through
its understanding of the dynamics of change that operate through the VMs. These
changes, which occur at the level of the individual, aggregate in the population over time to form
significant changes in organizational and societal (cultural) values.

MASLOW GROUP THEORY

At the heart of understanding these changes - these cultural dynamics - is the
combination of empirical data, gathered from large surveys amongst the population at large, and the
deceptively simple looking psychological theory of motivation developed by Abraham Maslow and
summarized in his Hierarchy of Needs.

Within Maslow's hierarchy, we recognize three primary motivational levels - the Settler (Sustenance
Driven), the Prospector (Outer Directed) and the Pioneer (Inner Directed). Within each of these, we
discern four different four different "flavours" - the Values Modes.

Taken all together, this combination of theoretical and empirical understanding constitutes
Dynamic Maslow Group TheoryTM.